Sonobi
Sonobi is an independent programmatic adtech company operating a unified platform that connects enterprise publishers and advertisers via header bidding, supply path optimization, CTV/OTT advertising, and its JetStream audience forecasting platform.
- Company typePrivate
- Founded2012
- HeadquartersWinter Park, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Sonobi does
Sonobi is an independent programmatic advertising technology company founded in 2012 and headquartered in Winter Park, Florida, with a secondary office in Kansas City, Missouri (added via the 2021 Amply Media acquisition). The company operates a unified platform connecting enterprise publishers and advertisers across digital channels, serving two primary customer segments: publishers seeking to maximize ad inventory yield and advertisers/agencies seeking direct audience connections. Named customers and partners include The Guardian, Gannett, BidSwitch, The Trade Desk, Viant, and StackAdapt on the demand side, and Paramount, Fox, Vizio, Samsung, DirecTV, and Pluto TV on the CTV supply side.
The product portfolio centers on JetStream, a proprietary data-driven audience forecasting and planning platform with separate Publisher Suite and Agency Suite modules launched in 2021. Core technical offerings include programmatic header bidding, supply path optimization (SPO), CTV/OTT advertising solutions, and a push notification network with 110+ million subscribers acquired through Amply Media. The company also operates a Political Deal Book sub-brand for voter-targeted political advertising. Sonobi's first-party identity graph, also from Amply, is positioned as reducing reliance on major platforms like Google. The company holds EU-U.S. DPF, UK Extension, Swiss-U.S. DPF, CCPA, GDPR, and DAA self-regulatory certifications.
Sonobi generates revenue primarily through programmatic advertising transaction fees, with additional streams from data-driven audience targeting and CTV/OTT advertising. The go-to-market is enterprise sales-led, with no publicly disclosed pricing and demo-driven sales consultation. Capital raised includes a $10.4M round led by Safeguard Scientifics (2015) and an undisclosed round from Cohere Capital (2020). The company is privately held, with no disclosed institutional investors beyond these rounds and no public listing.
Sonobi firmographics
Firmographics- Name
- Sonobi
- Legal name
- Sonobi, Inc.
- Website
- https://sonobi.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Sonobi is an independent programmatic adtech company operating a unified platform that connects enterprise publishers and advertisers via header bidding, supply path optimization, CTV/OTT advertising, and its JetStream audience forecasting platform.
- Ownership category
- akta.pro rank
Sonobi industry classification
Industry- Product category
- Programmatic Advertising Technology
- NAICS
- Broadcasting and Content Providers (516), Media Buying Agencies (541830)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Programmatic Display & Video (DSP/RTB) (BPAFACAC)
- akta.pro secondary industry
- Programmatic Display & Retargeting (DSP) (MPAAACAE)
Keywords
Where Sonobi is headquartered
LocationHeadquarters
- HQ city
- Winter Park
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Sonobi business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Programmatic Advertising Fees: Revenue generated from facilitating programmatic advertising transactions between publishers and advertisers through their technology platform
- Data-Driven Advertising Solutions: Revenue from providing audience targeting, forecasting, and planning services through JetStream platform
- CTV/OTT Advertising: Revenue from connected TV and over-the-top advertising services on streaming platforms
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Sonobi product offering
Product offeringCore offering
Sonobi operates an audience-first programmatic advertising technology platform that connects publishers and advertisers across display, video, and connected TV (CTV/OTT) formats. Its core capabilities include programmatic header bidding, Supply Path Optimization (SPO), and the JetStream data-driven audience forecasting and planning platform, enabling publishers to maximize inventory earnings and advertisers to reach target audiences across devices and channels.
Product overview
Sonobi is an independent adtech company offering a unified platform combining programmatic header bidding, Supply Path Optimization (SPO), and CTV/OTT advertising capabilities. The core JetStream platform consists of two suites — JetStream Publisher Suite and JetStream Agency Suite — which together serve both sides of the digital advertising market. Additional offerings include a Push Notification Platform (acquired via Amply Media in 2021) with over 110 million subscribers, and a specialized Political Deal Book for electoral advertising. The portfolio is unified around audience-first targeting across display, video, and connected TV formats.
Differentiator
Problem solved
Functional benefit
Brands
- JetStream: A revolutionary, data-driven audience forecasting and planning platform that enables brands and DSPs to reach their ideal customers across multiple sites, devices, browsers, and channels.
Products and services
- JetStream A data-driven audience forecasting and planning platform that enables brands and DSPs to reach target customers across multiple sites, devices, browsers, and channels through programmatic advertising.
- Programmatic Header Bidding Core programmatic advertising technology that allows publishers to offer inventory to multiple demand sources simultaneously before making ad server calls, improving yield and competition for ad space.
- CTV/OTT Advertising Connected TV and Over-the-Top advertising solutions enabling advertisers to deliver targeted video ads to streaming audiences across smart TVs, streaming services, and internet-connected devices, reaching 88% of US households.
- Push Notification Platform Owned and operated push notification network with over 110 million subscribers, acquired via the Amply Media acquisition, providing direct publisher and advertiser connections for audience engagement and monetization.
- Political Deal Book Political advertising solution offering high-fidelity voter registration data, political affiliation targeting, occupational segmentation, and demographic precision for political campaign targeting.
Quantifiable outcome
- Maximize publisher earnings through programmatic and SPO combination
- +1 more outcomes
Companies that use Sonobi
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Sonobi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability4 records
Feature6 records
Sonobi partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered core and minor.
- Amply MediacoreAcquired in October 2021 to strengthen programmatic advertising capabilities, enhance first-party data and identity graph, and improve monetization opportunities for publishers and advertisers. Based in Kansas City.
- BidSwitchcoreBidSwitch is a strategic technology partner providing programmatic infrastructure integration, enabling seamless ad transaction processing within Sonobi's ecosystem.
- The Trade Desk (TTD)coreDSP partner enabling Sonobi to connect with advertisers through The Trade Desk's demand-side platform for programmatic advertising.
- Zeta GlobalcoreDemand partner providing data-driven advertising capabilities and audience targeting solutions.
- ExperiancoreIdentity and data partner providing consumer data for enhanced audience targeting and segmentation.
- MadhivecoreCTV/OTT technology platform partner for connected television advertising solutions.
- ViantcoreDemand-side partner for programmatic advertising and audience targeting.
- StackAdaptcoreDSP partner providing programmatic advertising platform for reaching target audiences.
- ParamountcorePremium CTV/OTT supply partner providing streaming advertising inventory.
- PlaywirecorePublisher monetization partner distributing Sonobi's advertising solutions to publishers.
- The GuardiancorePremium publisher partner providing high-quality editorial inventory for advertisers.
- GannettcoreMajor newspaper publisher partner providing extensive digital advertising inventory.
- Samsung AdscoreSmart TV advertising platform partner for CTV inventory and targeting capabilities.
- ViziocoreSmart TV manufacturer partner providing CTV advertising inventory and audience reach.
- DirecTVcoreSatellite and streaming TV advertising partner for CTV/OTT inventory.
- FoxcoreMajor media company partner providing premium CTV/OTT advertising inventory.
- Pluto TVcoreStreaming platform partner providing CTV advertising inventory through Paramount relationship.
- IABminorIndustry association membership for digital advertising standards and best practices.
- DAA (Digital Analytics Association)minorIndustry association membership for digital analytics and measurement standards.
- NAI (Network Advertising Initiative)minorIndustry self-regulatory association for digital advertising privacy standards.
- Human CollectiveminorIndustry consortium partner for privacy and data protection initiatives.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Sonobi competitors and assessment
Company assessmentDirect peers
- Magnite: Magnite is the largest independent sell-side ad platform (SSP) focused on CTV, video, and display, formed from the merger of Rubicon Project and Telaria. It is Sonobi's closest direct competitor on the supply side, particularly in CTV header bidding and SPO, and shares the same publisher-monetization value proposition.
- PubMatic: PubMatic is a publicly-traded independent SSP offering header bidding, SPO, and omnichannel inventory monetization for premium publishers. It competes head-to-head with Sonobi across the same publisher and advertiser segments, including CTV/OTT supply, and serves as a useful public-market comparable for Sonobi's business model.
- Index Exchange: Index Exchange is a global independent SSP specializing in header bidding, transparent auction mechanics, and premium publisher supply. It directly overlaps with Sonobi's core programmatic header bidding and SPO offerings for enterprise publishers.
- OpenX: OpenX is a global independent ad exchange and SSP providing programmatic marketplaces for publishers across display, mobile, and video. It is a direct competitor in the omnichannel header bidding and supply path optimization categories that anchor Sonobi's value proposition.
- Sovrn: Sovrn is an independent publisher-focused ad technology company offering header bidding, demand management, and affiliate commerce tools. Like Sonobi, it is privately held and positioned as an independent alternative to walled-garden supply, serving a similar mid-market to enterprise publisher base.
Emerging players
- TripleLift: TripleLift is a programmatic advertising platform specializing in native, CTV, and online video formats. While differentiated by its native-first focus, it overlaps with Sonobi's video and CTV/OTT inventory monetization capabilities and shares the same demand-side buyer relationships.
- Lotame: Lotame is an independent data management platform offering identity resolution, audience data, and data collaboration tools. It overlaps with Sonobi's first-party data and identity graph capabilities acquired through Amply Media, representing a comparable data-centric adtech play.
- Adform: Adform is a global independent ad-tech platform offering a full-stack DSP, SSP, DMP, and creative suite. It competes with Sonobi on the programmatic exchange and omnichannel supply side, particularly in European and international markets, and shares the same independent-platform positioning.
Broad incumbents
- FreeWheel: FreeWheel, a Comcast company, is a major ad-tech platform for premium video publishers across linear TV, CTV, and digital. It is a broad incumbent in the CTV/OTT supply space that competes with Sonobi for premium video inventory access and advertiser demand.
- Criteo: Criteo is a publicly-traded ad-tech company operating a demand-side platform focused on retargeting, audience targeting, and commerce media. While primarily DSP-side, Criteo competes with Sonobi for advertiser budgets and overlaps in audience targeting and identity capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Sonobi social profiles
Digital presenceSonobi compliance and trust
Trust signalCompliance4 records
Sonobi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sonobi leadership team
Management profileNumber of profiles
Profiles15 records
Sonobi subsidiaries and ownership
Company hierarchySubsidiaries1 record
Sonobi funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sonobi M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sonobi
What does Sonobi do?
Sonobi operates an audience-first programmatic advertising technology platform that connects publishers and advertisers across display, video, and connected TV (CTV/OTT) formats. Its core capabilities include programmatic header bidding, Supply Path Optimization (SPO), and the JetStream data-driven audience forecasting and planning platform, enabling publishers to maximize inventory earnings and advertisers to reach target audiences across devices and channels.
Is Sonobi a public or private company?
Sonobi is a private company. It is classified as venture growth investor backed and is currently operating.
When was Sonobi founded?
Sonobi was founded in 2012. It employs 101 to 250 people.
Where is Sonobi based?
Sonobi is headquartered in Winter Park, United States, in the North America region.
How does Sonobi make money?
Three revenue lines are on record. Programmatic Advertising Fees are the primary driver. The others are data-Driven Advertising Solutions and CTV/OTT Advertising.
Who are Sonobi's main competitors?
Direct peers on record are Magnite, PubMatic, Index Exchange, OpenX and Sovrn. Emerging players are TripleLift, Lotame and Adform. Broad incumbents are FreeWheel and Criteo.
Does Sonobi have an API?
No public API is recorded for Sonobi.
What industry is Sonobi in?
Sonobi's product category is Programmatic Advertising Technology. Its primary akta.pro industry code is BPAFACAC, Programmatic Display & Video (DSP/RTB), with a secondary code of MPAAACAE, Programmatic Display & Retargeting (DSP). Its NAICS code is 516 and its SIC code is 7310.